BRANDS
Bike is a long-established focal point for Deuter. We are responsible for many innovations in the category, including the very first bike pack in the early nineties when we supported Andi Heckmair to set off on his bike and cover 315 kilometres and 11,000 vertical meters over four days, establishing the Transalp route. We continue to innovate in this area, which can be seen in some great collections across all disciplines, which have always been well received across Europe. We are excited to now be able to bring the full collection into the UK.
What has the response been like from customers and retailers with the bike-specific product launches in the UK? It’s no secret that the bike market in the UK has been struggling since Covid, with many high-profile retailers closing down. Our current focus is on grassroots engagements with passionate end users and ambassadors, as well as independent retailers. It’s always inspiring to have those direct encounters with people as they get out on their bikes using our packs, and a real source of pride when they fall in love with the brand as a consequence.
www.bikebiz.com
What’s next for Deuter in the UK, and specifically within the cycling sector? We’re here to prove that you can take comfort to the extremes, whether you’re carrying your mountain bike to the top of your favourite ride, walking up Yr Wydffa, or just having a stroll in the park after a day in the office. Our packs are designed to carry your kit in comfort, and we are committed to producing our products with 360 degrees of responsibility so that generations to come can enjoy our natural environment. 2026 is an important year for us as we are celebrating 20 years of our Attack Mountain Bike Pack. We’ve produced an update which eclipses its predecessors in so many ways, including a joint venture in developing the next evolution in pack protectors with RE ZRO. With the full collection of bike bags across all disciplines
now being brought into the UK, it seems like there’s a bit of hope, a light at the end of the Covid and subsequent economic worrying tunnel for the bike industry. It might be a small part of the industry, but if brands with a rich history like Deuter think the UK is worth investing in, hopefully, more brands will follow suit.
September 2025 | 45
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